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Attribution & Analytics Accelerator 2022

The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.

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The ARF’s LA Council Explores Changing Viewing Patterns (Event Summary)

  • Horst Stipp, Ph.D.
  • The ARF

In 2018, the ARF established the L.A. Council to deal with the challenges of the LA community that may not have received enough attention in the overall marketing ecosystem. The Council consists of researchers at media companies who have formed Working Groups to address the issues they consider most pressing. Of particular importance are changes in viewers’ behaviors and attitudes, including their preferences for using various platforms, navigation among platforms and content discovery.

Where do Supermarket Endcaps have the Most Traction?

  • William Caruso, Armando Maria Corsi, Svetlana Bogomolova, Justin Cohen, Anne Sharp, and Pei Jie Tan (Ehrenberg-Bass Institute, Univ. of S. Australia) Larry Lockshin (Univ. of S. Australia School of Marketing)
  • JOURNAL OF ADVERTISING RESEARCH

Marketers and store managers invest significantly in endcaps— end-of-aisle displays intended to reach as many shoppers as possible. A seven-year Australian cross-country study analyzed where shoppers spend the most time in a store and which endcap space has the greatest potential reach. What do you think they found more valuable: front or back of the store?

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Half of Marketers Want Stricter Viewability Standards

According to an Integral Ad Science study, nearly three-fourths of U.S. publishers surveyed in December 2017 adopt the viewability standard of the Media Rating Council (MRC), which states that display ads must have half of the ad in view for at least one second to be counted as viewable.
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Editor’s Note: much reader attention to this article, and a lengthy comment How to Measure Attention via MediaPost (source: Jonah Goodhart, CEO, Moat)

Advertising is just storytelling. String together some images and words to prod people to buy products. While the industry can effectively develop messages for TV and traditional media, it is trying to figure out how to tell better stories in digital.

Nearly all people (99%) who see online ads don’t click on them. 92% of U.S. retail spend happens in the physical world. There is virtually no relationship that exists between clicks and actual sales.

Still, it remains to be seen if digital metrics can translate as easily as tracking success at physical stores. For instance, you can monitor how many people walk buy the store versus going inside; how much time is spent; active versus passive shoppers, etc. “With those signals I could begin to understand attention,” said Goodhart. “The same theory is true in digital,” he said. We begin by tracking signals. How much time spent on a page; scroll down; page signals; ad signals; flip to another tab. “The right denominator for a marketer is attention.”

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